Look be talkin' 'bout brand

Pidgin is a form of language that is typically made up of two majority languages for purposes of trade. At least that's how the dictionary defines it.

pidg·in
n.

A simplified form of speech that is usually a mixture of two or more languages, has a rudimentary grammar and vocabulary, is used for communication between groups speaking different languages, and is not spoken as a first or native language. Also called contact language.

For fun I decided to look up the definition of brand. There are many, and a few that relate contextually. I've listed some of them for reference.

brand

n.

1. (Business / Marketing) a particular product or a characteristic that serves to identify a particular product

2. (Business / Marketing) a trade name or trademark

4. an identifying mark made, usually by burning, on the skin of animals or (formerly) slaves or criminals, esp as a proof of ownership

Okay.... maybe not number four.

So in essence brand is "wat we goin say to be represen" and pidgin is a cross language boundary bridge primarily for purposes of trade.

In essence your CORPORATE brand needs to COMMUNICATE to the AUDIENCE. Brand then is a form of pidgin marketing. We need to communicate the ideas of our corporate/organizational culture and it's value into a language that the audience can understand, that's honest and shows the value. If we do this well enough, our pidgin communication will grow.

How do we do that? First, you have to understand the language and forms of communication that your audience like. Do they like video, texting, emails, print media, sound bytes, etc. Then you need to understand what forms of communication your capable of delivering. Then pick the common ground to formulate your brand communication platforms.

This can include all aspects of visual brand such as fonts, logos, colors. Additionally, all forms of written brand such as voice, topic, and style. And, depending on your language of communication it could include other sensorty aspects of the brand such as sound, touch, smell, and taste.

How well we communicate on every level or "brand language" will ultimately determine how well our communication is received and how well the trade language of pidgin becomes established.